[Video] Ford takes MKZ in the spotlight to promote Lincoln brand
As it strives to up lift its rather struggling premium brand, Ford has introduced a fresh promotional campaign for the first of its four new Lincoln models.
Ford’s struggling luxury brand will highlight attributes like fuel economy on its Lincoln MKZ Hybrid sedan, and high-end features like a retractable panoramic roof against competing vehicles like the Lexus ES.
In a broadcast, print and digital advertising push that begins today, Ford will emphasize individual nameplates such as MKZ instead of the broader Lincoln brand, said Andrew Frick, a Lincoln marketing manager. While sales of new MKZ models are increasing, with higher prices and younger buyers, the Lincoln line still lacks the appeal of brands like BMW or Mercedes-Benz.
“Leading with just the Lincoln brand as a whole right now wouldn’t get us as far as leading with the individual nameplate,” Frick told reporters yesterday near Ford’s headquarters in Dearborn, Michigan. “We looked back at other brands and how they started to transform their brands, and they didn’t start with just their overall name, they started with a series of nameplate introductions.”
“These are definitely more pointed and tactical in their nature,” said Jon Pearce, executive vice president and chief creative officer of Hudson Rouge, Lincoln’s ad agency, on Tuesday. “We’ve tried to make spots that display some rational proof points for Lincoln.”
The latest MKZ, introduced earlier this year, is the first of four new Lincoln models to be introduced in four years and is part of a more than $1 billion investment by Ford to try to resurrect the line.
The model has set monthly sales records in five of the last six months and has overtaken the Navigator full-size SUV as Lincoln’s best-known nameplate. But sales for the brand overall are down 6.3 percent this year and through September have not broken through the 60,000 sales mark.
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